It's one of the top questions I get — here's the short answer:
The life cycle of your products and/or services will determine the content you send in a newsletter, and also when and how often you send the newsletter. Typical mailing cycles are daily, weekly, bi-weekly, monthly and quarterly. Hands down the most popular cycle for newsletters is monthly.(Here's a more detailed article about cycles.)
Many companies send regular offer flyers/alerts in between newsletters — with content based on newsletter activity.… Read more
Richard Gibson's DMA post of March 11 focussed on a new whitepaper from Emailcenter that surveys the attitudes of consumers of email marketing. The Consumer Views on Email survey comes just a couple of weeks before the release of Hitting the Mark 2009 – dotMailer's annual major benchmark study of the use of email marketing by top high street brands.
Hitting the Mark 2009 uses dotMailer's established Email Effectiveness Matrix to analyse the email campaigns of over 40 major high street brands.… Read more
Join us for a deliverability breakfast briefing on Friday June 12th at 8.30am. Sponsored by CheetahMail, this event covers the essential areas of deliverability by these industry experts:
Working with Yahoo!: DomainKeys Identified Mail (DKIM) and Complaint Feedback Loops (CFL) James Thurlow, Manager, EU Communication Products, Yahoo!
Yahoo! is consistently asked by email senders, "How do I ensure my emails are delivered to users' inboxes?" This session will discuss two of Yahoo!'s favourite delivery topics, DKIM and CFL, and how these benefit your business, your clients and our collective end users.… Read more
Last month the DMA and IAB held a joint Ready Steady Email event in Edinburgh. It's a great, hands-on event where the attendees get to form teams and create a pitch for an email marketing campaign for a fictional company 'My cuppa tea shirts'.
Each team works out the aims and strategy of the campaign/s as well as addressing legals, data management, best practice etc.… Read more
Mark Brownlow tweeted a link on Friday which is an interesting example from my friends at Think Eyetracking. While I have to admit I applaud any effort to get eye tracking more in the public eye, I am a little concerned that this was put out there without any additional information.
In the interest of full disclosure, I love eye tracking; it gives email marketers an amazing amount of information on how readers are reading their emails. Eye tracking uses infrared sensors around a computer screen to track eye movement, literally following the users eyes around the screen and matching that to click behaviour. Watching the eye movements of one user can be enlightening, but the power comes from looking at the aggregate eye tracks. By overlaying a number of eye tracks we can create a heatmap (like the picture mentioned above), which shows what is capturing reader’s attention.… Read more
Most email clients block email images from unknown senders by default. So best practice advice for the use of images on email (particularly large ones that appear in the preview pane) is to avoid using them if at all possible.
If you do have to use images the general recommendation is that you use them sparingly, making sure you use carefully thought out Alt Tags AND text descriptors for the images.… Read more